Dive Transient:
- Mondelez Worldwide model Oreo has launched a commerce activation, dubbed “The Oreo Menu,” that goals to reenvision the web’s ubiquitous three-line “hamburger menu” navigation instrument as two stacked Oreo cookies, per particulars shared with Advertising Dive.
- Key to the trouble is a microsite the place customers can enter any tab or class identify they see when clicking on the three-bar menu icon on the web as a promo code to obtain a deal for Oreo cookies that may be redeemed at Kroger as a part of an unique partnership.
- The activation, created with company VML, consists of an explanatory video and is being pushed by influencer content material, together with digital and social media to drive engagement. The trouble follows Oreo’s first Tremendous Bowl advert in a decade earlier this 12 months.
Dive Perception:
Simply in time for Google’s deprecation of the cookie, Oreo has discovered a solution to tie itself to one of many web’s well-known property. The hamburger menu instrument has been round since 1981, per launch particulars, and earned its nickname by considerably resembling a hamburger, with three horizontal strains that some say remind them of a prime bun, center patty and backside bun. The place most see a sandwich, nevertheless, Oreo sees two stacked cookies.
The promotional web site, oreomenu.com, is programmed to simply accept lots of the phrases customers will discover when the three-bar menu icon is clicked, corresponding to “About,” “FAQ,” “Merchandise,” and “Extra.” If a shopper enters a time period that hasn’t been thought-about, they will nonetheless enter it — together with the URL the place they discovered it — and obtain a financial savings provide. The trouble is an extension of Oreo’s “Keep Playful” platform.
The Oreo Menu promo is a intelligent solution to get individuals to note an object they encounter each day and affiliate it with a model, a tactic equally deployed by manufacturers like Doritos, with the hamburger menu now envisioned as an Oreo. That affiliation is incentivized by way of the couponing part, which, although it requires an additional step, might compel customers to really buy the product, a deal that’s mutually helpful for Kroger.
“Now we have turned a daily on-line browsing expertise right into a enjoyable treasure hunt for offers on cookies, because of our partnership with VML and Kroger,” stated Jillian Durojaiye, director, shopper advertising and marketing, Mondelez Worldwide, in a press release. “This collaboration exhibits our dedication to repeatedly pushing the boundaries of conventional shopper advertising and marketing methods.“
Mondelez has ramped up its advertising and marketing round its Oreo model these days. The model made its first look through the Tremendous Bowl broadcast in over a decade earlier this 12 months, with a spot depicting individuals, together with actuality star Kris Jenner, making choices by twisting an Oreo. The model additionally teamed with Martha Stewart final 12 months to make its debut within the metaverse whereas introducing what it known as “The Most Oreo Oreo,” a limited-edition providing that featured Oreo grinds within the cookie’s creme.
